Singapore Design Festival 2007

Synopsis:

The talk will look at the role design plays in building and positioning brands. It will look at product design, advertising (graphic design), packaging and Corporate Identity in helping to differentiate a brand from its competitors. It will show examples and explain how design can help conquer new markets and target groups. This talk is aimed at both designers and marketers and hopes to explain the linkage between both disciplines. Can design still remain 'art' when it's done for a commercial purpose?

Jorg Dietzel, "world-renowned brand guru" (ChannelNewsAsia), is an expert in Branding who has worked in the field for 20 years, both in Europe and all over Asia. He is running his own consultancy, Jorg Dietzel Brand Consultants Pte Ltd, and teaches Strategic Brand Management and Advertising at the Lee Kong Chian School of Business at the Singapore Management University. He is the author of "Create, Connect, Convince - Fundamentals of Advertising, Branding and Communication", to be published later this year.